The economy of brands: XD-US

In many businesses brands account for the majority of shareholder value. It is crucial to understand how the economy of brands works and can be exploited to create sustainable value. The purpose of this book is to develop and enhance the understanding of the brand as an economic asset, to make better business and investment decisions. In many businesses brands account for the majority of shareholder value. It is crucial to understand how the economy of brands works and can be exploited to create sustainable value. The purpose of this book is to develop and enhance the understanding of the brand as an economic asset, to make better business and investment decisions "Branding has always been a divisive issue in the boardroom. One side sit the sceptics - those quick to point out the dangers of listing this most intangible of assets on the balance sheet; while on the other sit the believers - those keen to differentiate and extract super normal earnings from very normal markets. And now Lindemann has reconciled the two in The Economy of Brands - the most thorough insight ever published into ̀branding' - the often misunderstood alchemy of marketing and economics." "Lindemann has ̀tamed the dragon', by providing the business and academic worlds with the most thorough insight yet published into branding and how it really works in business. His perspective is bolstered by many years spent at the coal face - arguing the economic case for brands with CFOs, accounting bodies, tax authorities and financiers. The Economy of Brands is sure to become the ̀go to' reference for accountants and marketers alike."--John Allert, Group Head of Brand, McLaren Group" "Jan Lindemann has produced a remarkable text covering the theory, strategy and operational practice of the management of brands and the creation and sustaining of brand value. His model for the management of brand value is something that 21st century managers should put at the heart of their strategic thinking."--Professor Christopher Bones, Dean, Henley Business School, University of Reading" "In this fast paced gem of business science, Jan Lindemann presents one of the most insightful and compelling cases for the economic impact of brands that support the CMO in strategic business planning, and fact based reasoning with the c-suite colleagues on the value creation of intangible assets. It should inspire marketing executives to change their responsibilities from marketing cost management to brand investment management that generates sustainable returns to shareholders as well as other stakeholders. The Economy of Brands proves that good brand management results in superior financial performance."--Stefan Nerpin, CMO/Group Head of Marketing, SEB (Skandinaviska Enskilda Banken AB)" "In many businesses, brands account for the majority of shareholder value. It is crucial to understand how the economy of brands works and how it can be exploited to create sustainable value" "The Purpose of The Economy of Brands is to develop and enhance the understanding of the brand as an economic asset, and therefore to make better business and investment decisions."--Jacket Front Matter....Pages i-ix Introduction....Pages 1-2 What is a Brand?....Pages 3-8 The Value of Brands....Pages 9-17 Assessing the Value of Brands....Pages 18-22 Brand Equity: The Marketer’s View on Brand Value....Pages 23-39 Financial Approaches to Valuing Brands....Pages 40-48 Integrating Finance and Marketing: Economic Use Method....Pages 49-56 Brand Valuation Best Practice Approach....Pages 57-77 Brands on the Balance Sheet....Pages 78-86 Brand Securitization....Pages 87-90 Brand Value in Mergers and Acquisitions....Pages 91-95 Brand Licensing....Pages 96-106 The Brand Value Chain....Pages 107-124 Return on Brand Investment....Pages 125-148 Brands and the Stock Market....Pages 149-154 Managing Brand Value....Pages 155-163 Conclusion....Pages 164-168 Back Matter....Pages 169-184